Pharmaceutical company Merz Aesthetics presents the “Be Yourself” campaign, focused on female empowerment and authenticity. Developed by A-Lab, the Dreamers Group’s content laboratory, the new communication reinforces the relationship between self-esteem and aesthetic procedures that preserve women’s individual identity. The company’s goal is to give women the tools to express their beauty naturally. The action stars actress Juliana Paes.
To celebrate the power of self-care and self-confidence, the campaign portrays a woman’s break with the standards imposed by society and her recovery of her essence by choosing to be true to herself. During everyday activities, the character reconnects with her natural beauty through the Radiesse Collection, a product that stimulates collagen and elastin, regenerating the skin without compromising authenticity.
“The Be Yourself campaign serves Merz’s purpose of nurturing confidence so people can see, feel and live their best selves. We developed a project that encourages and respects individual choice, without following a standard”, explains Mariana Fonseca, director of Human Resources and Communication at Merz Aesthetics Latam. “And, to show how aesthetic procedures can be an ally on this journey, we present the Radiesse Collection, which is a regenerative bio-stimulator of different types of collagen¹² and elastin for healthy skin³⁴”, details the executive.
With a 360° approach, the campaign, which will be broadcast in Brazil and Colombia, will be present on various platforms and media, including social networks, Out Of Home (OOH) media, internal marketing materials and activations in clinics. The strategy also includes partnerships with influencers and experts in the field.
“Women, according to a global survey by Merz, have as one of their main concerns the fear of unnatural results in aesthetic procedures. Based on this insight, we thought about the motto of this campaign, presenting the Radiesse Collection line as an ally that respects individuality and highlights beauty”, says Bárbara Bufrem, VP of Strategy at A-Lab.
For Barbara Lana, head of Creation at A-Lab, responsible for the campaign, the work was especially significant as it was created, produced and approved by teams that were almost 100% female. “We had an emotional moment on set, when the Radiesse ambassador from Colombia highlighted how inspiring it was to see so many women together, which was celebrated and confirmed by everyone there. The environment was described as light, professional and, above all, full of respect and mutual support among everyone”, he reveals.
The Brazilian version of the campaign will be launched on October 31st and the Colombian version in 2025.
